2025年坚果零食电商消费趋势.pdf

经营使命以数为据，不让企业走弯路核心价值观尊重专业，凡是彻底企业精神对标找差距，复盘取机会知行合一集团经营理念客户的生意就是知行人的命DATASPECIALITYREVIEWBENCHMARKING2025年坚果零食电商消费趋势知行合一数智中心坚果坚果，这种小巧却蕴含巨大能量的零食，早已悄然融入我们的日常。从清晨搭配酸奶开启活力一天，到午后工作时慰藉疲惫身心，再到夜晚聚会中成为欢乐分享的主角，坚果无处不在。它们以香脆口感、丰富营养赢得众人喜爱。本期报告，我们将从电商数据中帮你搜寻那些最受欢迎的坚果零食。坚果1、混合坚果2、瓜子3、开心果4、腰果5、松子坚果食品重点品类电商平台：抖音强势增长，淘宝京东停滞不前抖音平台强势增长，份额由2022年的26.3%提升至2024年的49.3%，淘系京东销售额几乎与2023年齐平。坚果在线上整体在2024年取得了16.2%的增长，一扫23年下滑的颓势。数据来源：知行数据库，2022年-2024年79.47亿57.95亿57.61亿43.23亿37.23亿37.78亿43.71亿66.85亿92.87亿0.00亿20.00亿40.00亿60.00亿80.00亿100.00亿120.00亿140.00亿160.00亿180.00亿200.00亿2022年2023年2024年坚果-近3年电商销售额天猫京东抖音47.8%35.8%30.6%26.0%23.0%20.1%26.3%41.3%49.3%0%10%20%30%40%50%60%70%80%90%100%2022年2023年2024年坚果-近3年电商平台份额占比天猫京东抖音淘宝：各品类机会和增长点数据维度：销售额&增长率|2024年，同比三级品类2024销售额增长率混合坚果21.19亿-6.1%瓜子7.02亿9.6%花生4.30亿14.2%腰果3.61亿3.1%松子3.39亿9.3%夏威夷果3.00亿-12.4%开心果2.63亿-5.6%豆类2.59亿0.3%巴旦木2.02亿4.5%纸皮核桃1.87亿19.3%核桃仁1.78亿-20.0%即食板栗1.20亿4.6%碧根果1.11亿1.2%其他坚果0.55亿78.7%山核桃0.53亿-19.4%核桃0.36亿-2.8%香榧0.24亿-6.4%榛子0.22亿-2.4%小银杏0.01亿-42.0%坚果近一年淘宝渠道整体下滑0.6%，细分品类中，瓜子增长9.6%、花生增长14.2%、松子增长9.3%，纸皮核桃增长19.3%，体量最大的混合坚果下滑6.1%。明星增长品类放缓混合坚果,-6.1%瓜子,9.6%花生,14.2%腰果,3.1%松子,9.3%夏威夷果,-12.4%开心果,-5.6%豆类,0.3%巴旦木,4.5%纸皮核桃,19.3%核桃仁,-20.0%即食板栗,4.6%碧根果,1.2%其他坚果,78.7%山核桃,-19.4%核桃,-2.8%香榧,-6.4%榛子,-2.4%小银杏,-42.0%-45.0%-25.0%-5.0%15.0%35.0%55.0%75.0%-5.00亿0.00亿5.00亿10.00亿15.00亿20.00亿25.00亿淘宝-细分品类机会四象限混合坚果,12.7%瓜子,-0.4%开心果,-35.5%腰果,-23.7%松子,-17.5%核桃,-11.9%夏威夷果,-27.9%花生,-16.1%巴旦木,-3.8%其他坚果,-27.6%即食板栗,12.8%碧根果,1.2%豆类,0.7%核桃仁,12.6%榛子,-33.0%山核桃,0.0%香榧,-23.8%-40.0%-30.0%-20.0%-10.0%0.0%10.0%20.0%30.0%40.0%-5.00亿0.00亿5.00亿10.00亿15.00亿20.00亿25.00亿30.00亿35.00亿京东-细分品类机会四象限京东：各品类机会和增长点三级品类2024销售额增长率混合坚果26.06亿12.7%瓜子2.02亿-0.4%开心果1.64亿-35.5%腰果1.20亿-23.7%松子1.16亿-17.5%核桃1.13亿-11.9%夏威夷果1.03亿-27.9%花生0.91亿-16.1%巴旦木0.57亿-3.8%其他坚果0.50亿-27.6%即食板栗0.46亿12.8%碧根果0.42亿1.2%豆类0.32亿0.7%核桃仁0.23亿12.6%榛子0.08亿-33.0%山核桃0.03亿-香榧0.02亿-23.8%坚果近一年京东渠道整体增长1.5%，多半品类呈现下滑趋势，但体量最大的混合坚果取得12.7%的增长，拯救了其他品类的下滑。明星增长品类放缓数据维度：销售额&增长率|2024年，同比抖音：各品类机会和增长点三级品类2024销售额增长率混合坚果25.28亿63.1%瓜子10.40亿39.0%花生8.49亿34.0%松子7.33亿161.4%夏威夷果7.04亿-13.7%坚果礼盒/礼包6.38亿304.5%腰果5.04亿40.6%豆类制品4.68亿2.8%纸皮/薄皮核桃3.60亿20.0%开心果3.35亿92.4%杏仁/巴旦木2.16亿32.9%核桃仁2.02亿-45.0%即食板栗1.78亿12.9%坚果制品1.45亿0.0%榛子1.42亿-0.2%长寿果/碧根果1.05亿83.9%山核桃0.70亿-30.9%香榧0.46亿-14.4%明星增长品类坚果近一年抖音渠道整体增长38.9%，多半品类呈现增长趋势，增速最快的是坚果礼盒礼包，增速在304.5%，松子161.4%的增速也相当亮眼，体量最大的混合坚果也保持了63.1%的增速。数据维度：销售额&增长率|2024年，同比混合坚果,63.1%瓜子,39.0%花生,34.0%松子,161.4%夏威夷果,-13.7%坚果礼盒/礼包,304.5%腰果,40.6%豆类制品,2.8%纸皮/薄皮核桃,20.0%开心果,92.4%杏仁/巴旦木,32.9%核桃仁,-45.0%即食板栗,12.9%坚果制品,0.0%榛子,-0.2%长寿果/碧根果,83.9%山核桃,-30.9%香榧,-14.4%-150.0%-100.0%-50.0%0.0%50.0%100.0%150.0%200.0%250.0%300.0%350.0%400.0%-5.00亿0.00亿5.00亿10.00亿15.00亿20.00亿25.00亿30.00亿抖音-细分品类机会四象限坚果品类品牌排名排名品牌名2024年销售额增速1三只松鼠 Three Squirrels11.12亿23.3%2百草味 Be&cheery5.07亿-18.9%3沃隆 Wolong2.75亿4.0%4良品铺子2.56亿-43.4%5洽洽 Chacheer2.46亿-15.4%6老街口2.17亿16.2%7每果时光1.80亿-31.4%8甘源 Kam Yuen1.32亿-0.8%9天虹牌 Rainbow0.73亿-15.2%10华味亨0.56亿26.4%11东赛良品0.54亿115.1%12比比赞0.50亿82.4%13觅菓 Miguo0.50亿-27.4%14新农哥0.45亿29.3%15棠品0.44亿-20.4%16三胖蛋0.38亿-14.9%17喵满分0.35亿6.3%18俏美味0.33亿23.2%19比比妙0.32亿-49.0%20春江月0.28亿2.1%21哈哈淘0.26亿17.3%22天子乐0.24亿43.0%23味滋源0.22亿314.5%24姚生记0.21亿-35.4%25山味情0.21亿50.8%26正林0.21亿-4.9%27小阿鲜生0.20亿35.7%28零师傅0.19亿61.6%29黄飞红0.19亿-2.5%30仙客乐0.18亿-46.7%排名品牌名2024年销售额增速1Three Squirrels/三只松鼠14.51亿112.9%2BE&CHEERY/百草味6.77亿100.8%3shangqia/尚恰2.11亿30.8%4BESTORE/良品铺子2.07亿92.1%5KAM YUEN/甘源1.53亿34.6%6WOLONG/沃隆1.31亿105.2%7享食者1.29亿114.8%8每果时光1.09亿472.5%9SillyfunnyBear/憨豆熊1.07亿76.9%10比比妙0.94亿-4.2%11XUDONG FOOD/旭东0.90亿134.8%12浩麦0.86亿-16.5%13weiziyuan/味滋源0.85亿54.6%14天子乐0.84亿-24.2%15老香农0.84亿77.2%16香意亿0.84亿253.7%17ChaCheer/洽洽0.82亿24.5%18LAO JIE KOU/老街口0.78亿78.4%19喵在其中0.64亿4.0%20俏果娘0.64亿46887.4%21miguo/觅菓0.47亿37.0%22xinnongge/新农哥0.46亿-15.2%23周到哥0.46亿235651.2%24san pang dan/三胖蛋0.42亿33.6%25张笨仁0.42亿67.3%26壹核堂0.40亿-17.7%27XIANGRUIXIONG/香睿熊0.39亿-28熙贝0.39亿22.5%29知味轩0.38亿-15.3%30善缘佳0.37亿36.0%排名品牌名2024年销售额增速1三只松鼠 Three Squirrels8.08亿31.8%2百草味 Be&cheery5.05亿-7.5%3良品铺子4.41亿-19.8%4沃隆 Wolong2.06亿29.8%5Members Mark1.98亿-27.1%6京东京造1.94亿0.4%7洽洽 Chacheer1.65亿16.1%8老街口0.87亿46.1%9每果时光0.69亿8.5%101号会员店 Ones Member0.59亿140.2%11觅菓 Miguo0.50亿19.8%12旺旺 Wantwant0.45亿36.0%13新边界 New Boundaries0.44亿4.4%14甘源 Kam Yuen0.37亿45.4%15三胖蛋0.32亿-9.0%16憨豆熊 Silly Funny Bear0.28亿70.4%17比比赞0.27亿45.8%18华味亨0.27亿-54.1%19盐津铺子0.27亿111.6%20楼兰蜜语0.26亿11.4%21杉城 SHANCHENG0.24亿10.4%22隽颜堂0.22亿-23正林0.21亿-6.2%24如水0.21亿-14.9%25来伊份 Lyfen0.20亿-8.9%26酒鬼 Jiugui0.16亿31.9%27姚生记0.14亿-6.3%28黄飞红0.14亿-27.6%29百历坚0.14亿-7.3%30臻味 Delicious0.14亿-36.7%天猫-坚果-细分品类品牌排名排名品牌名2024年销售额增速1三只松鼠 Three Squirrels74175.1万18.5%2百草味 Be&cheery31132.5万-21.3%3良品铺子19411.3万-45.5%4沃隆 Wolong18520.5万-13.9%5洽洽 Chacheer5618.7万-39.3%6天虹牌 Rainbow3498万-14.5%7味滋源2011.4万333.6%8零师傅1872.7万61.6%9哈哈淘1297.7万393.3%10臻味 Delicious1255.8万-18.3%11美荻斯1245.9万13.3%12新农哥1227.3万150.9%13每果时光1185.8万-56.7%14甘源 Kam Yuen1182.4万47.5%15拓甘甜1165.2万6297.1%16两千份998.1万-30.7%17兵王的炊事班997.9万-18果芳菲979.3万106.1%19知味轩953.8万-27.3%20觅菓 Miguo901.8万-58.6%21猴派果832.2万-28.2%22华味亨820.9万-33.8%23孕味食足812.7万-23.2%24棠品772.8万-35.6%25仙客乐756.8万11.6%26比比赞670.1万69.2%27香先笙609.7万19.3%28东赛良品569.5万1313.4%29鼠状元559.4万-17.1%30缺牙齿511万145.9%排名品牌名2024年销售额增速1洽洽 Chacheer15993.2万-8.8%2老街口9001.6万15.3%3三胖蛋3670.5万-11.9%4华味亨3616.7万53.4%5甘源 Kam Yuen2070.4万24.0%6正林2062.2万-4.9%7葵珍1804.2万289.6%8旭东 Xudong Food1344.6万12.4%9俏美味978万5.6%10每果时光775.5万-35.5%11百里挑一724万-5.2%12葵叔叔707.8万46.6%13妙壳662.4万-20.4%14琦王花生631.2万2.8%15童年记618.1万-42.0%16兔优果果577.7万-17比比赞556.6万131.2%18憨豆熊 Silly Funny Bear553.3万53.0%19春江月547.8万-14.1%20粒上皇 Mini king474.6万163.2%21蒙相伴458.3万11.5%22三只松鼠 Three Squirrels423.9万65.5%23冠欣412.2万-24百联387.7万7.2%25尖下巴378.4万1.4%26好迪（食品）375.5万-9.9%27徽相印372.3万179.3%28秋淘368.9万-33.3%29良品铺子360.2万-56.7%30山味情351.8万93.7%排名品牌名2024年销售额增速1老街口3531.3万-3.3%2洽洽 Chacheer2123.3万129.9%3黄飞红1865.3万-2.5%4每果时光1553.5万-9.2%5比比赞1488.7万101.2%6酒鬼 Jiugui1176.6万31.5%7甘源 Kam Yuen1175.6万-7.2%8春旺 Tryone1173.7万53.9%9三只松鼠 Three Squirrels1090.6万150.9%10兴盛德840.7万8.4%11李老头824.8万-6.9%12猴小五730万187.9%13东赛良品729万111.0%14邹有才660.2万10.8%15欧贝拉583万-15.3%16口水娃570.7万9.8%17棠品556.7万-31.7%18老奶奶549.7万95.2%19滇脉530.7万2.4%20俏美味505.9万5301.7%21花生姑娘487.7万16.2%22馋来香394.3万-7.1%23傻二哥390.9万45.2%24醉语阁355万377.6%25如水347.7万-62.8%26柴火大院341万-32.3%27琦王花生329.1万-13.9%28永信316.2万-29滇购296.5万11.2%30百世兴294万-1.4%混合坚果瓜子花生京东-坚果-细分品类品牌排名排名品牌名2024年销售额增速1三只松鼠 Three Squirrels72540.1万36.3%2百草味 Be&cheery36890.9万-0.6%3良品铺子36560.7万-20.9%4沃隆 Wolong17474万28.2%5京东京造12643.7万15.8%6Members Mark9853万48.0%7洽洽 Chacheer8756.9万17.6%8旺旺 Wantwant4520.1万35.7%9每果时光4040.7万232.0%10盐津铺子2650.9万111.6%11杉城 SHANCHENG2388.6万10.4%12觅菓 Miguo2383.9万77.6%131号会员店 Ones Member1969.1万57.7%14比比赞1934.2万49.4%15憨豆熊 Silly Funny Bear1838.7万101.8%16甘源 Kam Yuen1785.7万140.3%17来伊份 Lyfen1685.1万-8.6%18正林1413.9万46039.5%19臻味 Delicious1402万-36.8%20里奈零食1342.3万-52.5%21卫龙 Weilong-foods1160.9万-4.8%22华味亨1147.5万-51.1%23新边界1044.4万20.9%24老街口1028.2万115.7%25孕味食足955.8万-4.2%26天虹牌坚果超级工厂922.1万-24.8%27美荻斯915.3万50.5%28山姆会员店 Sams club909万79.1%29味滋源877.5万70.2%30酒鬼 Jiugui839.9万127.9%排名品牌名2024年销售额增速1洽洽 Chacheer6648.7万37.7%2老街口4028.3万61.9%3三胖蛋2553万-18.3%4华味亨796.6万-34.8%5正林577.8万-73.3%6隽颜堂491.3万-7良品铺子436.4万-13.1%8旭东 Xudong Food370.9万-13.9%9老闫家362.3万-12.9%10新边界 New Boundaries254万13.1%11甘源 Kam Yuen228.8万7.3%12农香森220.7万13.6%13金鸽184.9万-21.1%14沙土178.6万-24.2%15尖下巴174.6万-6.0%16如水143.8万-10.0%17三只松鼠 Three Squirrels133.3万95.9%18粒上皇 Mini king128万-13.4%19京东京造106.9万-32.8%20琦王花生104.4万-3.3%21徽记103.6万-38.8%22憨豆熊68.5万-42.9%23春江月67.2万1.7%24童年记67.1万-49.2%25百草味 Be&cheery67.1万371.8%26鲜记54.6万136.0%27每果时光54.2万-71.0%28味滋源47.1万237.4%29悠米 Youme44.1万-1.2%30松川良品41.6万-54.3%排名品牌名2024年销售额增速1百草味 Be&cheery2777.8万-14.7%2Members Mark2724.5万-71.6%3京东京造2704.5万-13.1%4良品铺子2229万-27.7%5三只松鼠 Three Squirrels1805.3万29.4%6沃隆 Wolong599.5万74.2%7万多福 Wonderful460.5万50.0%8百历坚455.4万-39.2%9觅菓 Miguo363万-13.5%10老街口277.5万30.2%11每果时光258.6万-56.1%12新边界 New Boundaries204万13.7%13农香森110.9万185.1%14憨豆熊109.2万-22.1%15如水102.4万-18.5%16陈坚强101.4万57.3%17天虹牌 Rainbow100.1万-29.7%18华味亨96.5万-52.0%19嘴巴印记62万-20隽颜堂53.9万-21正林48.2万10.0%22阿甘正馔 Agan47.2万392.0%23林谷森园40.5万-9.7%24鲜记39.6万-35.0%25山姆会员店 Sams club37.7万-39.2%26品铺掌柜 Sampleman33.4万-66.9%27春江月29.1万56.6%28粒上皇 Mini king24.6万102.5%29洽洽 Chacheer24.4万-75.9%30味滋源16.7万-34.8%混合坚果瓜子开心果抖音-坚果-细分品类品牌排名混合坚果瓜子花生排名品牌名2024年销售额增速1Three 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